Rule #4: People don't pay attention to boring things

The brain's attentional "spotlight" can focus on only one thing at a time: no multitasking.
We are better at seeing patterns and abstracting the meaning of an event than we are at recording detail.
Emotional arousal helps the brain learn.
Audiences check out after 10 minutes, but you can keep grabbing them back by telling narratives or creating events rich in emotion.